There is a big gap between our intention and how this missed the mark for some people," said e.l.f. beauty’s global chief ...

Move over, American Eagle: popular beauty company e.l.f. Cosmetics is the latest brand to come under fire for an ad campaign.

The popular beauty brand told fans it "missed the mark." But the ad is still posted on its social media pages.

A recent e.l.f. Cosmetics ad featuring Matt Rife and Heidi N Closet has sparked controversy online due to the comedian’s past ...

Beauty brand e.l.f. cosmetics faces backlash. Their new ad stars comedian Matt Rife and drag queen Heidi N Closet. Rife's ...

In a new ad campaign for E.l.f. Beauty, Matt Rife stars alongside drag performer Heidi N. Closet as fictional personal injury ...

E.l.f. Cosmetics is back with a new legal campaign starring drag queen Heidi N' Closet and comedian Matt Rife, who chats with ...

In a commercial posted to e.l.f.’s YouTube page on Aug. 11, Matt Rife acts as a lawyer, asking viewers if “overpriced beauty” ...

E.l.f. Cosmetics apologized for their campaign featuring Matt Rife after fans condemned the ad and questioned the brand's ...

E.L.F. Cosmetics released a new ad on August 11 that featured drag queen Heidi N Closet as “e.l.f.ino” and comedian Matt Rife as “schmarnes”. The legal-themed advertisement builds on a Superbowl 2024 ...

Matt Rife is the new 'legal guardian' of the Annabelle doll. The comedian and his friend purchased, but do not legally own, ...

In response to the backlash, Rife shared an Instagram story with a link that he said was his “official apology,” NBC News ...